This story appears in the February/March 2016 issue of strategy.
Bronze: Automotive
Situation Analysis:
Since arriving in Canada in 2003, Mitsubishi had enjoyed modest gains but remained a smaller player with a 1.2% market share, not a sustainable long-term position. Consumers were aware of Mitsubishi but almost none were “familiar” with the company. Mitsubishi needed to be re-introduced to consumers to strengthen familiarity and consideration and increase non-fleet sales by 7% year-over-year.
Insight & Strategy:
Mitsubishi is first and foremost a challenger automotive brand, known elsewhere for the Dakar Rally, torture testing of its vehicles and being first to market with All-Wheel Drive. The company has a philosophy of hard work, continuous innovation and improvement, embodied by its 10-year powertrain warranty. In short, Mitsubishis are backed better because they’re built better.
Execution:
“Built better. Backed better.” launched nationally in June 2014 with a $1 million spend across TV, pre-roll, radio, print, digital, social, OOH and dealer communication.
The creative, Mitsubishi’s first-ever fully integrated campaign, highlighted specific models and incentives to illustrate how the 10-year warranty was grounded in the company’s heritage of superior engineering.
Results:
Following launch, Mitsubishi recorded five consecutive record sales months, translating into a 40% sales gain year-over-year, well ahead of the industry, which grew at 9%. This was the highest increase of any car manufacturer in the country (foreign or domestic). Brand consideration increased 4% versus the previous year while purchase intent increased 3%. Traffic to Mitsubishi-motors.ca increased 91% and qualified e-leads climbed up over 100%.
Cause & Effect:
Overall investment levels for the campaign were in line with 2013 budgets while incentives, outside of the 10-year warranty, were on par with the competition. Mitsubishi Canada’s work has been showcased at global dealer forums by Mitsubishi Japan.
Credits:
Client: Mitsubishi Motors Canada
President: Kenichiro Yamamoto
Manager, advertising: Shauna Barker
Manager, marketing: Ryan Geary
Marketing specialist: Naoko Saito
Director – national marketing: Peter Renz
Agency: John St.
ECDs: Angus Tucker, Stephen Jurisic
CD: Niall Kelly
ADs: Emma Whathan, Jenny Luong
CW: Kohl Forsberg
Head of integrated production: Mavis Huntley
Broadcast producer: Dale Giffen
Digital producer: Cas Binnington
Print producer: Jen Shapiro
Account lead: Ian Brooks
Account director: Leah Lanza
Digital director: Joan MacAlpine
Account supervisor: Stuart Milligan
Strategic planning lead: Megan Towers
Strategic planner: Matt Michaels
Digital planner: Adam Ferraro
